Uploaded byChristophe Benavent
P&G : structural dualism for glocal policies
P&G uses a decentralized organizational structure with Market Development Organizations and Global Business Units to pursue their marketing strategy globally and locally. They focus on total customer orientation, permanent innovation through open source R&D, and diversifying their business portfolio. P&G's position is that their BOP segment is not a priority target, as they aim to sell premium products at higher prices than competitors to maximize profits for reinvestment in advertising and R&D. Their vision combines opportunity, innovation, brand equity, and profits.
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- 1. Procter& Gamble MBA France/India Strategic Marketing Management Dr Christophe Benavent-Université Paris Ouest Dr Mh Abbo Groupe ESC Pau Abhinav Dachepally Martin Fronty Eshita Kapoor Carole Pepe 03-21-2011
- 2. Intro all over the world Part I How P&G uses its organizational structure to pursue their strategy in term of marketing management? Part II What is P&G position about Base Of Pyramid-BOP- Segment?
- 3. PEOPLE WORK FORP&G AROUND THE WORLD 180 COUNTRIES 50/300 LEADERSHIP BRANDS IN UNDERSTANDING CONSUMERS ANNUALLY P&G does not pretend to sell product, They want to s olve c u s t o m e r s ' p r o b l e m
- 4. How P&G uses its organizational structure to pursuetheir strategy in term of marketing management? Part I
- 5. P&G Our model Structure 1 2 3 4 5 Marketing Management
- 6. Our model P&G Organizational Branch The Power is delegated to GBUs and MDOs in parallel Market Global Development Business Organizations A system of arbitration is set up to Units solve conflicts MDO of MDO of MDO of Beauty & Household Health & Western ASEAN … Grooming Care Well-being Europe Local/National Markets Market Strategy Brand Management Customer development Business strategy and Planning External relations New business development Recruiting Full profit responsibility
- 7. How P&G actsglobally and Acts locally www.PG.com/2007report/
- 8. 1 A total customer orientation The consumer is at the top of the decision process P&G Exploration Cooperation
- 9. 2 A permanent Innovation They have New approach of RnD oPen Source RnD / e-RnD Connect and Development Program P&G External Researcher Government labs Consumer Ex:Swiffer Dusters Retailers Venture capital Suppliers Joint P&G Development Research Institutes partner Individuals Alliances Partners Virtual Network
- 10. 3 A diversification of Business Portfolio A marketing choice to be sure to offer consumer Global by Business appropriate product Units
- 11. 4 An Internal/External Communication rethought Co-marketing program Centralization of brand manager Stealth Marketing Sitcom
- 12. 5 Societal involvement Responsibility + Opportunity
- 13. Example of aSmart Mass Marketing Kid complishment thanks to Brand Concept: Positioning:
- 14. Example of aSmart Mass Marketing Segment: Price and Place: € Range of Products: Communication:
- 15. What is P&G position about Base Of Pyramid-BOP- Segment? Part II
- 16. The premium pricepolicy: BOP are not targeted The product they sell as to be Than Competitors N°1 The more you sell at higher price The more you are profitable So they can spend money in advertisement and RnD The double market: Advertising market Issue to consumer market
- 17. Vision-Mission-Action Added Value Fight on the Market Commitment Opportunity Innovation Brand Equity Make money
- 18.